Is it a chip or is it meat?

Wilde perfected the emerging space of protein-based chips. But consumers where having a hard time understanding the role it played in their snacking diet, and retailers didn’t know in which aisle they should place it.

Always tricky when you create a new category. How to build on current behaviors and attitudes while creating disruption? The founding team asked us to help optimize the brand positioning, messaging, guide their internal re-design and develop a compelling elevator and retailer pitch.

Talking to consumers across the board helped us understand that the brand needed to reinforce and reclaim its natural ingredient cues, call out its protein content and amp up its taste appeal. It also needed to be showcased as the clear alternative providing the best of all snack dimensions (taste, nutrition and texture).